Abbreviated simulated test markets as advertising pretesting tools (German)
Abbreviated simulated test markets are an attempt to get out of this dilemma. They try to achieve several objectives at the same time: 1. They attempt to generate data on the way in which advertising influences purchasing behaviour as reliably as full simulation does; 2. They attempt to avoid deficiencies of traditional simulated test markets, most especially the expenditure in time and money; 3. They attempt to generate comparable qualitative data in the same way as the traditional advertising pretests. So, abbreviated simulation tests are a mixture between traditional simulated test markets and traditional qualitative advertising pretests. A process of how such an abbreviated simulation test might be conducted is described as a contribution to the current discussion and as a catalyst to trigger further research in this direction.
- This could also be of interest